Essential Communications is an independent Public Relations agency specialising in the travel retail sector.

Tuesday, 20 February 2018

Marie Brizard brands continue to build Americas business

Marie
Brizard Wines & Spirits brands will exhibit in Orlando this year for the
Summit of the Americas against a backdrop of strong sales and business builds
across the Americas in 2017, both in domestic and duty-free markets. Now
represented in US and Caribbean Duty Free markets by Chase International, MBWS
is poised for major expansion during 2017 for all its brands, including Marie
Brizard liqueurs, Gautier Cognac, Sobieski Vodka, William Peel Blended Scotch
Whisky and, new to travel retail, Fruits & Wine by Moncigale.

USA

2017 saw Marie Brizard
liqueurs relaunched in the US with a totally new brand identity; more
contemporary and bold packaging supported by a new “Are you liqueurious?” activation campaign. At the end of 2017, six new flavors were added
to this globally iconic brand, including Elderflower, Yuzu, Jolie Cherry, Pink Grapefruit,
followed by Finesse Orange and Banana (in early 2018) strengthening a portfolio
that continues to ride high on the wave of the cocktail trend. To this end,
Marie Brizard is teaming up with the USBD (US Bartenders Guild) to educate
bartenders on the brand in eight key states throughout 2018. The new flavors,
along with the iconic L’Originale Anisette, can be seen and tried in Orlando,
along with the multiple award-winning Gautier Cognac range. This year sees
Gautier’s distribution expand to five new states in the US, including Illinois
and Georgia, building awareness of the brand and giving it further appeal for
retailers to stock in airport retail stores.

In a very competitive
category, Sobieski remains the 9th imported vodka.

BORDER STORES

2017 saw MBWS brands grow
strongly with Shopping China in Paraguay. William Peel Scotch Whisky has seen
substantial growth of 80% in sales, while Sobieski Vodka and Marie Brizard liqueurs
are both up by 20%. William Peel Double maturation, William Peel Honey and
William Peel Spicy Shot all launched in 2017 and are enjoying great momentum on
the borders. “William Peel is proving to be rather a star performer,” says MBWS
Global Travel Retail Director Kevin Baker. “It’s really finding a niche; as
well as its excellent performance with Shopping China, the brand is performing
very well in Iquique Chile with Vierci which has listed both Double Maturation
and Honey expressions. This year will see us launch William Peel into Mexico,
along with Sobieski Vodka and Fruits & Wine, plus several other South
American countries including Colombia, Honduras, Nicaragua and Dominican
Republic. We’re very hopeful that this will lead into some key airport listings
for the brand within the region.”

Fruits & Wine by
Moncigale is a new line for MBWS in the Americas. This 11 flavour strong range of
fruit infused wines sells over a million cases in France and, with fewer
calories and a lower alcohol content than Rosé Champagne or
traditional wines, is carving a niche as an anywhere, anytime refreshing drink.
Available in red, rosé and white varieties, flavours include Grapefruit, Peach,
Pear and Strawberry. This year sees it making a first appearance with Compania
de Indias on the Uruguay/Brazil border at Rivera. Travellers using the same
border can also now purchase Sobieski vodka and Marie Brizard liquers at the
Mabo Sineriz outlet.

CARIBBEAN

The whole
MBWS portfolio has been growing strongly in Trinidad & Tobago with a 152%
jump thanks to the great appeal of the new Marie Brizard bottles, together with
the ongoing success of Sobieski Vodka, William Peel Blended Scotch Whisky and
Fable wines. Marques Del Puerto Rioja Wines were launched in January 2018 and
first results are already encouraging.

To build
awareness and profile in the country, MBWS will be the official sponsor of the
Famous Trinidadian carnival band - Fantasy Carnival & Entice - with Gautier
Cognac, William Peel Blended Scotch and Sobieski Vodka this year.

Elsewhere
in the Caribbean, Marie Brizard Syrups are now distributed in Barbados,
together with Fruits & Wine which – following a great performance by White
Sangria – will now have White Peach also listed.

CANADA

Here the
emphasis has been on building brands in the domestic market which creates a
strong base from which to approach Canadian travel retail outlets – both at
airports and on the US border.

The LCBO
(Liquor Control Board of Ontario) listed both Gautier Cognac XO and VSOP in
2017 and is to extend that with Marie Brizard liqueurs and Gautier Cognac XO
Pinar del Rio for the 2018 Christmas season.

Now the 4th
leading Cognac brand in Canada with over 6% market share and 14% growth last
year, Gautier continues to perform well in the country and its new look
presentation has been very well received. The new look Sobieski Vodka will be
launched during the second half of 2018 while MBWS is working hard to build the
presence of Marie Brizard liqueurs in the on-trade throughout Canada. Two
Canadian bartenders will participate in the finale of the Marie Brizard Masters
Competition, which will be held at the end of this year

Adds
Kevin Baker, “As Marie Brizard Wines & Spirits brands continue to strengthen
their market position in the Americas – both North and South – so the portfolio
becomes strategically more and more interesting to the travel retail sector.

“Now
that we are in the hands of the very experienced and knowledgeable team at
Chase International, I am even more convinced that 2018 will see us making
significant inroads into the region’s airport and border shop businesses.”